In advance of its February 17 premiere, NBC’s “The Tonight Show Starring Jimmy Fallon” launched a mobile-first Web site and app for the show.
“Jimmy has already proven to have some of the most digital savvy fans on television and with his move to the ‘Tonight Show’ we wanted to provide a way to connect those fans to the new show across all their devices,’” said Robert Hayes, NBC Entertainment’s executive VP of digital media, in a statement. “We worked closely with the show to design a mobile and digital experience that provided new levels of interaction and connectivity to the show while at the same time represented Jimmy’s cutting-edge and magnetic brand of humor.”
The app, available now for iPad, iPhone and IPhone Touch, is available at the iTunes store. An Android version, available on Google Play, will be available the day the show premieres.
Viewers can use the app to submit content for interactive challenges that may be featured on-air, play custom Jimmy-themed games and get exclusive messages from Jimmy and the show.
“The Tonight Show’”s new Web site, which launches Feb. 17, will provides complete access to all videos and other show content on a site optimized for multiple devices. Fans will be able to watch full episodes the day after they air, and see the latest viral video clip from the show.
Both the app and the Web site will be integrated into NBCU’s ad sales and brand partnerships.
“Mobile and social media have always been part of the fabric of ‘Late Night with Jimmy Fallon’ and our advertising partnerships, and it will play an even bigger role in the new ‘Tonight Show’ app being fully integrated into the consumer experience,” said Scott Schiller, NBCU’s executive VP of digital advertising sales.
Brief Take: Fallon’s late-night success is largely due to how well the show’s video segments translate to digital platforms and viral videos. NBC is obligated to fully take advantage of that success, and continue to improve upon it, with this mobile-optimized app and Web site.
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